The Institute of Management Sciences
Topic: Nirala Sweets
Ahmad Bashir 051353
Bilal Naeem 051302
Hafiz Gohar Akhtar 051366
Zohaib Nasir 051391
“Mr Jawad Saleem”
Date: Nov 29th, 2008
52 years ago Taj Din, laid the foundation of a dream so unique for its time that
he chose to call it "Nirala". Over the years, his family has embraced the timeless traditional values of good
taste and unmatched quality, by bringing you fresh mouth watering mithai so uniquely called Nirala!
Today, we proudly uphold the traditions of our pioneer that have earned us the love and loyalty of millions
of customers all over the world. We continue to make the happy moments of your life truly memorable and
joyful and give you all the right reasons to stay in love with our
Nirala's legend began with the sub continent partition when Mr. Taj Din migrated from Amritsar, India to
Lahore, Pakistan. He settled in one of the busiest areas of Lahore, The Meva Mundi, which was basically a
market place where people came from large distances to sell their goods. Mr. Taj Din had an
entrepreneurial spirit and saw an opportunity to provide food to the travelers. He partnered with a friend to
open a breakfast shop, which grew popular in a couple of years. During the same time, his partner sold off
his share to him.Mr. Taj Din aspired to be the best in the business and wanted to develop a brand name
everyone would recognize. He and his son, Farooq Ahmad, wanted to choose a name that was unique and
thus Nirala was formed. The word Nirala stands for 'exceptional', 'distinctive', 'only one of its kind' and
Nirala stands true to its name.
In 1952-53, Mr. Taj Din started selling methai as a complimentary line. He hired the best methai makers in
the market. He also traveled to Karachi to hire methai makers that made methai fairly new to the people of
Lahore. It was the first time cheese based methai was introduced in this region.The shop was then moved
from Meva Mundi to Fleming Road. This was when Nirala got more recognition. In 1965, Nirala became
the Official Methai Supplier for the Governor House.
1967-68 Mr. Farooq Ahmed joined the business when his father fell ill.
During the decades following his joining the business, Mr. Farooq Ahmed was very instrumental in
building up the business. He was more service oriented and wanted to change the concept of selling methai.
In 1970, Mr. Farooq Ahmed visited Japan and bought showcases for his shop. This was the first time when
the concept of sales persons was introduced.Nirala moved a step ahead in 1971-72, when Mr. Farooq
Ahmed decided that the conventional methods of packaging methai were too uninspiring. He contacted
Packages, so they could help him create his ideas into reality.
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